The idea: the armpit jewel.It’s a crystal tattoo worn under your arm, so it’s only visible if you raise your arm - and only Secret gives you the unsurpassed wetness protection and the sexy confidence to wear it.

We launched it with a word of mouth campaign inviting celebs and fashion designers to the opening Secretjewel Party, which created a huge media buzz. We simultaneously set up a website (www.secretjewel.net), which offered an online promotion and game to design your own secretjewel.

- Within days hundreds of different designs - created by the site visitors - submitted, and the promotion became so popular that it generated an unexpected demand for the jewel- 500% returned media value in 2 weeks: the brand has never received such a media exposure, free of charge - Free promotional space in DM drugstores and Cora hypermarket- Secretjewel display promo with more than double sales results (223% sales index)- It’s not only activated both trade partners and target audience, but it turned women into the ambassadors of the brand and it became a new fashion craze.